HAZZYS Ordinary People: family style from a London kimchi stall to a Paris kitchen
The Korean brand expands its real-people campaign, following Hackney’s OKTO family and Paris-based chef Kim through checks, knits and everyday jackets.
Clothing takes on one appearance on a runway and different proportions in kitchens, markets and family life. On October 22, HAZZYS announced plans to expand Ordinary People, turning its camera toward people living in different cities. This is commercial campaign content made by a Korean brand, communicating a view of dress through people and interviews rather than an independent documentary or this publication’s on-site reporting.
Work and wardrobe overlap for the London family
September’s chapter featured MiJi and Alex, who live in Hackney, east London, and run a kimchi business, together with their child Suki. The brand places kimchi-making, drawing and exploring the city within one everyday narrative. Its release spells the business OCTO KIMCHI, but the photographed stall and the business’s own website use OKTO. The website also describes MiJi’s role in preserving Korean kimchi-making and Alex’s involvement in logistics, branding and accounts.
In the market photograph, Alex layers a warm brown jacket over a pale blue checked shirt with relaxed jeans. Family members wear dark checks and knitwear rather than matching head-to-toe family outfits. The useful reference is to retain individual proportions and movement needs while sharing a palette. A child drawing in a brown jacket and bright green knit adds a clear focal point to otherwise restrained autumn colors.
A bright green knit and brown jacket accompany a drawing moment.Different knit colors continue a shared but individual approach to family dress.
The Paris chapter brings food and clothing together
October features Vietnamese-heritage Parisian chef and food stylist Kim and family. The published campaign photographs retain metal shelving, cookware, ingredients and a table instead of clearing the kitchen into an abstract studio. Checked shirts and knitwear appear during family interactions, while another look combines a cropped brown jacket, red inner layer and long skirt. These are visible official looks, not a disclosure of every item’s product code, fiber content or price.
Kim and family appear in a kitchen retaining cookware and ingredients.A cropped brown jacket and red inner layer enter an everyday cooking space.
For everyday menswear, the transferable idea is not to copy one protagonist’s entire outfit but to consider the volume between outer and inner layers: a relaxed shirt extending below a jacket, lighter and darker checks distributed among people, and one bright knit opening up a brown-and-denim combination. Photographs show colors and silhouettes but cannot establish waterproofing, a jacket’s temperature rating or whether someone worked in the outfit all day.
Started in April, with more family stories planned for November
Ordinary People has been produced since April this year. The brand uses “ordinary” to mean real people working and living in their own ways rather than people without distinctive qualities. Alongside dressed portraits, interviews cover occupation, living spaces, family and interests. Clothing gains an everyday setting, but the people are still selected and the imagery composed by a brand. Observing both the styling and that perspective is more interesting than treating campaign images as wholly unarranged life.
The announcement plans further November stories featuring families from different cultural backgrounds, including a French–Turkish family running an online vintage shop in London and a British–Indian family. These are future plans, not chapters already fully released. Begin with the official HAZZYS campaign introduction for published directions. For autumn–winter inspiration, the images reward attention to adjustments between family and work rather than celebrity copies.
